Marketers Adopt LLM-Driven SEO Versus PPC Framework

The article argues marketing leaders must adopt an LLM-driven framework to decide SEO versus PPC budgets as generative search and AI Overviews reshape discovery. It explains how LLMs can simulate search journeys, quantify financial tradeoffs, and forecast when AI surfaces will erode SEO returns — noting one forecast showed SEO returns falling below paid search for over a third of categories. The piece details inputs, workflows, and decision rules teams can operationalize.